International Taste Institute

How the Superior Taste Award increased fair engagement by 30% for confectionery company

For over 25 years, Valliser has specialized in artisanal quince paste, combining traditional craftsmanship with a strong focus on product quality. As the brand expanded internationally, it sought an objective way to reinforce its premium positioning and build trust with buyers across export markets.

Discover how getting evaluated helped a confectionery producer increase engagement and traffic to their stand at food fairs and acquire new distributors.

SITUATION: Building credibility beyond the brand’s own story

In 2025, Valliser decided to submit its quince paste to the International Taste Institute for independent evaluation by professional chefs and sommeliers. The objective was not only to validate the taste quality of its products, but also to strengthen credibility in conversations with distributors, retailers, and buyers — particularly in markets where the brand was less established.

 

“What motivated us to register was the desire to validate our product beyond our own perspective as producers” explains Judit Vidal, Manager. “It transforms our internal conviction into something objective that can be shared and trusted by others.”

 

The company also viewed the evaluations as a long-term commitment to consistency and continuous improvement.

SOLUTIONS: Integrating the Superior Taste Award across trade fairs and sales channels

After receiving the Superior Taste Award (2 Stars) following the blind tasting, Valliser integrated the recognition across its communication and commercial strategy (including placing the label on its packaging). According to the Manager, it became an integral part of how the company presented itself.

The company prominently displayed the award at food fairs through stand displays, catalogues, tastings, and product presentations both in Spain and internationally. It was also incorporated into B2B sales materials, commercial presentations, the company website, and social media communications.

OUTCOMES: Increased visibility, stronger buyer confidence, and new business opportunities

Valliser estimates that displaying the Superior Taste Award at trade fairs increased visitor traffic to its stand by approximately 30%.

 

“We noticed that the Superior Taste Award captures attention at fairs. As it creates an immediate sense of trust, it makes conversations flow more naturally. Visitors often approach with curiosity and a greater openness, allowing us to focus quickly on what truly matters: the product itself” states Judit Vidal.

 

Beyond generating attention at fairs, the recognition also supported commercial growth. The company reports that the award has helped open doors with new buyers and distributors, particularly in gourmet and export channels where external validation plays a critical role in purchasing decisions.

According to Valliser, the Superior Taste Award functions as a commercial trust accelerator in B2B environments, leading to easier conversations, stronger buyer confidence, and better visibility.

 

“The Superior Taste Award has elevated our brand story and has contributed directly to acquiring new clients and distributors.”

— Judit Vidal, Manager, Valliser

 

In 2026, Valliser received the Superior Taste Award for its orange quince paste. The company plans to submit further products in their line and make the taste evaluations an integral part of their product development and sales and marketing strategy.

Known by most actors in the F&B industry worldwide, the Superior Taste Award is an objective benchmark of superior taste, offering you strong support for business negotiations.

Learn how to get your product evaluated at our next blind tastings and potentially be endorsed by our international jury of top chefs and renowned sommeliers:

taste-institute.com/en/access/get-started